Book Details
| Print ISBN | 9780134895123 |
| eText ISBN | 9780134895376 |
| Publisher | Pearson |
| Publishing Year | 2020 |
| Edition | 9th Edition |
| Language | English |
Marketing Research, 9th Edition, is a textbook designed for courses in global marketing. The volume introduces fundamental concepts and industry practices in marketing research, emphasizing practical applications of research methods alongside the statistical techniques needed to analyze market data.
Coverage addresses essential dimensions of the marketing research process, including problem definition, research objectives, and research design. The volume explores approaches to gathering data through secondary sources, qualitative techniques, and survey administration, while introducing foundational statistical methods used to analyze market information.
An updated case study integrated throughout the textbook helps students connect methodological concepts directly to real-world business scenarios and future careers.
Table of Contents
Chapter 1: Introduction to Marketing Research
Chapter 2: The Marketing Research Industry
Chapter 3: The Marketing Research Process and Defining the Problem and Research Objectives
Chapter 4: Research Design
Chapter 5: Secondary Data and Packaged Information
Chapter 6: Qualitative Research Techniques
Chapter 7: Evaluating Survey Data Collection Methods
Chapter 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire
Chapter 9: Selecting the Sample
Chapter 10: Determining the Size of a Sample
Chapter 11: Dealing with Field Work and Data Quality Issues
Chapter 12: Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
Chapter 13: Implementing Basic Differences Tests
Chapter 14: Making Use of Associations Tests
Chapter 15: Understanding Regression Analysis Basics
Chapter 16: Communicating Insights
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